subject: Why the Salesperson Needs to Know the Psychology of Product sales [print this page] Why the Salesperson Needs to Know the Psychology of Product sales
Each single step in the method of a purchase is a psychological procedure. The emotional perspective and psychological impression of the consumer; the emotional perspective and psychological expression of the salesperson; the procedure of arousing the attention, awakening curiosity or interest, making wish, satisfying the reason, and moving the will- all these are purely emotional processes, and the study of them becomes a branch of the examine of psychology. The display of goods on the counters, shelves, or windows of a retailer, or in the hands of the salesperson, or the solution shown in a banner ad, or a PPC advertisement, should be based upon psychological rules. The argument should not only be logical but should be so arranged and worded as to arouse particular feelings or faculties within the head of the prospective buyer- this is psychology. And finally, the closing of the sale, in which the object is to arouse the will of the buyer into ultimate favorable motion- this also is psychology. From the first glimpse of the product to the final. closing of the purchase, every and each and every step is a psychological process. A purchase is the motion and reaction of thoughts upon thoughts, according to nicely established psychological ideas and guidelines. Salesmanship is basically a psychological science as all need to admit who will give to the topic a logical consideration.
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I do not for a second wish to imply that Salesmanship is completely dependent upon a information of psychology. There are many elements involved. For instance, the salesperson should possess a sensible understanding of the solution; of the seasons; of the trends in what is hot; of the adaptability of particular goods for particular sections. But, waiving for the second the point that even these are concerned with the head of folks at the final, and admitting that they may be thought of as independent of psychology, all of these points will avail absolutely nothing if the salesperson violates the psychological ideas of the sale. Give such a particular person the very best items, of the greatest manufacturer, with a thorough understanding of the Webdesignerspecifications of the trade and the goods on their own, and send him out to sell those items. The outcome will be that his product sales will fall beneath the mark of a man far less properly equipped in other respects but who understands the psychology of salesmanship, either intuitively or else by conscious acquirement. Inasmuch as the essence of Salesmanship is the employment of the appropriate psychological rules, does it not seem crucial that the salesperson ought to know one thing of the Thoughts of Individuals-the instrument upon which he should play in plying his vocation? Ought to not the salesperson possess the exact same sort of information of his instrument as does the musician, the mechanic, the artisan, the artist? What would be thought of 1 who would anticipate to turn out to be an expert swordsman with out a understanding of the rules of fencing, or of 1 who would anticipate to turn out to be a boxer devoid of mastering the established principle of boxing? The instruments of the salesperson are their mind and the mind of the customers. Salespeople should acquaint on their own thoroughly with each.
